Greenhouse tomatoes are becoming increasingly mass-produced, often including commodities that do not bring added value. So what is the strategy to remain competitive and attractive to the sales channels?
Gioacchino Russo
Gioacchino Russo is a small producer who, over the years, has realized that "you don't need complex marketing operations to stand out, but rather to impress buyers with innovative, high-quality products that are suitable for specific placement in the sales outlets."
Green, yellow, and red date tomatoes in trays. Click here to browse the photo gallery
"It certainly doesn't pay to be part of mass productions. While it is indeed convenient to stick to single varieties and segments, the results remain tied to market trends. Over the years, I have invested in modern structures, high greenhouses, and good technology, although this alone may not be enough. My path changed when I focused on high-quality specialties, working with seed companies to develop varieties of table tomatoes that could impress the supply chain with their color, shape, and flavor. These products often find an outlet in small specialized shops or the H&R sector. Of course, a zebra-striped, green, or white tomato finds it hard to become part of everyday consumption, if only because of the obvious growing costs and, therefore, the final price. On the other hand, certain products find their right value more easily in top restaurants or starred hotels."
White midi plum tomatoes with a lemony aftertaste, perfect for salads and much more
"What we do is a very different job compared to standard tomato production. Choosing the right variety is very important, and agronomic management in the field follows very tight and demanding rhythms. Consequently, operators must also be able to follow my indications, which is not always to be taken for granted as, nowadays, labor is scarce in the area. The rather high prices of our tomatoes are also partly justified by these aspects, as well as by a balanced use of plant protection products, as we must not forget that our business partners are particularly attentive to residue limits due to the high profile of their end customers. For my company, sustainability and the protection of the health of end consumers are unquestionable."
Nickel-free plum tomatoes. About 5% of the world population suffers from an allergy/intolerance to this heavy metal. Click here to browse the photo gallery.
"The varieties to be transplanted are refined every year and, this year, we have included a white midi plum which has been very popular with supermarkets right from the start. It is good for making sauces, but can also be eaten in salads since it retains a very distinctive and pleasant lemon aftertaste when it is not cooked."
For more information: 
Gioacchino Russo
Azienda Agricola Russo
+39 347 8955522
chiara.russo.89@virgilio.it
www.russoaziendagricola.com